The Rock Fight LIVE at TRE 2025!

Date: December 6, 2025
Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary

Episode Overview

This dynamic episode features a live recording from The Running Event (TRE) 2025 in San Antonio, Texas—a convergence of running and outdoor industry leaders, retailers, and enthusiasts. Host Colin True and the Rock Fight crew (Owen Comerford, Shantae "Gear Abby" Stanlebert, and producer Dave) bring their trademark irreverence and skepticism to the stage, joined by industry insiders:

Christina Henderson (Director, The Running Event/Switchback, VP Endurance Group)
Kent Ebersol (President, Outdoor Industry Association [OIA])
Ashley Mateo (Founder/Editor-in-Chief, RUNNER Magazine)

Together, they deliver candid takes on the current state of the industry, cross-pollination between running and outdoor sectors, evolving attitudes toward diversity and inclusion, and hands-on takes on gear and trade show booths. The conversation is honest, witty, and community-driven—true to The Rock Fight’s promise of campfire camaraderie, industry critique, and celebration of both triumphs and spectacular fails.

Key Discussion Points & Insights

1. First Impressions of TRE: Show Vibe & Trends

Timestamps: 03:26–06:47

First-time attendee reflections:
- Owen and Shantae remark on the event’s unique mix, noting the absence of expected runner attire (singlets, short shorts) and a surprising lack of dogs.
- Dave observes that smaller booth footprints ("10 by 20 is probably the star of the show") and recovery products are trendy, while booth design is leaning more modular and dynamic ("the ticker seems to be the new trend in booth construction" [06:09]).

“Small booths seem to be in for sure. Recovery—that’s a trend that continues.”
—Producer Dave (05:55)

Sustainability messaging: noticeably absent compared to other outdoor-focused trade events; the group jokes about the prevalence of synthetics and "a petrochemical love fest."

"We do know the outdoor [industry] is very performative in our sustainability. I don’t think you have the same issue here with TRE."
—Producer Dave (06:28)

2. TRE’s Evolution & Industry Collaboration

Timestamps: 07:07–16:57

Venue & logistics: Christina Henderson shares ongoing search for TRE’s true “home,” with an open mind about venues matching industry needs ([07:31]).
Industry branding banter:
- Kent Ebersol’s crusade: Strongly objects to calling his org “the OIA”—it’s just “OIA.”
- Sparked a humorous, running gag throughout the segment.

“Nobody here says the Birkenstock, the Lems, the Teva. It’s OIA. It’s Teva. It’s Birkenstock. [...] If he ever said the OIA again, I was going to rain hell down on his house.”
—Kent Ebersol (08:46–09:08)

Growing crossover:
- Henderson: “We have the most outdoor specialty retailers in attendance that we've ever had at TRE." ([11:21])
- The collaboration between TRE and OIA/Switchback is deepening.
- Focus on community, “vibe,” and balancing awards/recognition with authentic connections.
Key priorities for trade events:
1. Right people in the room
2. Community and vibe
3. Are people selling and buying?
4. Functional additions that serve the overall experience

“If an award ceremony is critical to community and vibe, we got to think about it. [...] Community and vibe is what allows you all to walk away and go, ‘I’m coming back or not.’”
—Kent Ebersol (13:14)

OIA’s Rendezvous event returns:
- New focus: Small, high-impact summit (75-100 people), actionable outcomes, tackling core issues for the next 5-10 years.
- Truth: “Sometimes it takes a small group of people to be very clear... when you have 75 to 100, you have to walk away with marching orders.” ([16:12])

3. The Intersection of Outdoor & Running Culture

Timestamps: 17:23–24:34

Guest spotlight: Ashley Mateo (RUNNER Magazine):
- Clarifies: It’s pronounced “Runner”—the focus is on women but inclusive by nature.
- Defuses “real runner” myths for both trails and roads.

“Anybody who runs is a real runner, regardless of the pace, the distance, the surface. If you run, you are a runner.”
—Ashley Mateo (18:33)

Diversity & participation:
- Running has pivoted toward empowering women and building community (“female participation numbers are just through the roof” [20:10]), a move the outdoor industry can learn from.
- Community and participation are now central, overtaking the old “performance first” ethos.

“It’s not as performance focused as it was at one point. Now it is very community based and participation based.”
—Ashley Mateo (20:10)

Women leading in the industry and on public lands:
- Mateo spotlights women (e.g., Courtney Dauwalter, Tara Dower, Rachel Entrekin, Molly Seidel) excelling both competitively and as advocates.
- Female runners are at the forefront of public land protection through organizations like Runners for Public Lands ("women are the ones who are leading that charge" [21:40]).

4. Gear Talk & the “Dear Gear Abby” Segment

Timestamps: 24:36–28:22

Handheld bottles and gear questions:
- Shantae as “Gear Abby” offers pragmatic advice and wit on upgrading from a beloved (possibly moldy) Gatorade bottle: recommends visiting a specialty run shop for a tailored solution, and isn’t above a little bottle hygiene advice (“the sucky part is where all the mold lives” [28:04]).
Call outs for innovation & honesty:
- Challenges brands to make genuinely insulated handhelds for hot climates.
- Invites others to test her (“if there are any brands on the floor at TRE that think they have a handheld that’s actually insulated, let me know” [27:23]).

5. Best and Worst of Show: Booth Reviews

Timestamps: 29:09–36:15

Outstanding booths:
- Brooks: “Freedom Flex Funhouse”—praised as a top example of experiential product storytelling ([29:50]).
- Superfeet: Mirrored geodesic dome, “like a tour of a past tense future.”
- North Face & Arc’teryx: Classic, effective use of simulated ground and product display.
- Smaller brands (Revive and Revel): Turned a 10x10 into a stylized, album-cover-laden hangout (“Wayne’s World’s room”).
- Teva & Keen: Sustainability message via recycled materials and booth construction.
- Cotopaxi: Bounced back with a cozier, more inviting booth and a real dog (“Comeback Player of the Year”).
Fun with mannequins:
- Saucony, Anta, New Balance, and Nike’s ACG all get critiqued for their use—or lack—of active, engaging mannequins.
Less inspired efforts (“Sad trombone”):
- Clif Bar: Just a table with samples—“assortment of shot blocks laid out on the floor.”
- Ultimate Direction: Lacked a clear directional theme.
- Xero Shoes: “Minimalist” brand with a maximal content booth, conflicting brand promise.
- Prana: Sparse table, oddly lackluster for a Columbia-owned brand (“Blink twice if you need help, Prana!” [35:26]).

“It doesn’t matter how big your booth is, how much budget you have... Storytelling is a conceptual thing in a three-D space. Can you bring your product or your brand values to life?”
—Producer Dave (35:51)

Notable Quotes & Memorable Moments

On indoor vibe:
“Definitely get that mid-teens OR vibe once again. Pretty sure the UFOS booth, they bought it from the Arc’teryx booth in 2017.”
—Owen Comerford (05:23)
On community:
"Community and vibe is really what allows you all to walk away and go, I'm coming back or not."
—Kent Ebersol (13:14)
On real runners:
“I take issue with the term ‘real runner’ because I think anybody who runs is a real runner.”
—Ashley Mateo (18:35)
On women leading:
“Women are participating at a higher level than men. And I think it’s because there has been this sense of empowerment… and the sport is leaning into it.”
—Ashley Mateo (20:10)
On finding the right gear:
“My liquids cold in Southern California while I’m radiating the heat of a thousand suns on runs. Let me know.”
—Shantae/“Gear Abby” (27:24)
On booth design and storytelling:
“It doesn't matter how big your booth is... Storytelling is a conceptual thing in a 3D space. Can you bring your product or your brand values to life?”
—Producer Dave (35:51)

Important Segment Timestamps

03:26–06:47: First impressions, event trends, sustainability chat
07:07–16:57: Industry collaboration, OIA branding, Rendezvous relaunch
17:23–24:34: Ashley Mateo on running inclusivity, women in running, product design
24:36–28:22: Gear Abby gear Q&A—handheld bottles & advice
29:09–36:15: Booths that wowed and underwhelmed; philosophy of show presence

Tone & Takeaways

The Rock Fight LIVE at TRE 2025 is candid, irreverent, and community-focused:

Tone: Lively, funny, sometimes brash; playful teasing mixed with sharp, insightful critique; open celebration of both innovation and flops
Takeaway: The running and outdoor industries stand at a crossroads—united now by shared events, but with room to learn from each other, especially in diversity, inclusion, and authentic community building. Meanwhile, storytelling, innovative gear, and honest fun remain the backbone of engaged, sustainable growth.

For listeners:
If you want an unvarnished window into the real conversations behind the scenes at major outdoor/running industry events—mixing industry gossip, smart analysis, and true outdoor nerd energy—this is a must-listen (or, thanks to this summary, a must-read).

Links mentioned:

RUNNER Magazine: runnermag.com (spelled “RUNHER”)
Gear Abby podcast (see Rock Fight feed)

“Please tip your servers—and see you next time, Rock Fighters!”
(36:31)

The Rock Fight LIVE at TRE 2025!

Date: December 6, 2025
Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary

Episode Overview

Christina Henderson (Director, The Running Event/Switchback, VP Endurance Group)
Kent Ebersol (President, Outdoor Industry Association [OIA])
Ashley Mateo (Founder/Editor-in-Chief, RUNNER Magazine)

Key Discussion Points & Insights

1. First Impressions of TRE: Show Vibe & Trends

Timestamps: 03:26–06:47

First-time attendee reflections:
- Owen and Shantae remark on the event’s unique mix, noting the absence of expected runner attire (singlets, short shorts) and a surprising lack of dogs.
- Dave observes that smaller booth footprints ("10 by 20 is probably the star of the show") and recovery products are trendy, while booth design is leaning more modular and dynamic ("the ticker seems to be the new trend in booth construction" [06:09]).

“Small booths seem to be in for sure. Recovery—that’s a trend that continues.”
—Producer Dave (05:55)

Sustainability messaging: noticeably absent compared to other outdoor-focused trade events; the group jokes about the prevalence of synthetics and "a petrochemical love fest."

"We do know the outdoor [industry] is very performative in our sustainability. I don’t think you have the same issue here with TRE."
—Producer Dave (06:28)

2. TRE’s Evolution & Industry Collaboration

Timestamps: 07:07–16:57

Venue & logistics: Christina Henderson shares ongoing search for TRE’s true “home,” with an open mind about venues matching industry needs ([07:31]).
Industry branding banter:
- Kent Ebersol’s crusade: Strongly objects to calling his org “the OIA”—it’s just “OIA.”
- Sparked a humorous, running gag throughout the segment.

“Nobody here says the Birkenstock, the Lems, the Teva. It’s OIA. It’s Teva. It’s Birkenstock. [...] If he ever said the OIA again, I was going to rain hell down on his house.”
—Kent Ebersol (08:46–09:08)

Growing crossover:
- Henderson: “We have the most outdoor specialty retailers in attendance that we've ever had at TRE." ([11:21])
- The collaboration between TRE and OIA/Switchback is deepening.
- Focus on community, “vibe,” and balancing awards/recognition with authentic connections.
Key priorities for trade events:
1. Right people in the room
2. Community and vibe
3. Are people selling and buying?
4. Functional additions that serve the overall experience

“If an award ceremony is critical to community and vibe, we got to think about it. [...] Community and vibe is what allows you all to walk away and go, ‘I’m coming back or not.’”
—Kent Ebersol (13:14)

OIA’s Rendezvous event returns:
- New focus: Small, high-impact summit (75-100 people), actionable outcomes, tackling core issues for the next 5-10 years.
- Truth: “Sometimes it takes a small group of people to be very clear... when you have 75 to 100, you have to walk away with marching orders.” ([16:12])

3. The Intersection of Outdoor & Running Culture

Timestamps: 17:23–24:34

Guest spotlight: Ashley Mateo (RUNNER Magazine):
- Clarifies: It’s pronounced “Runner”—the focus is on women but inclusive by nature.
- Defuses “real runner” myths for both trails and roads.

“Anybody who runs is a real runner, regardless of the pace, the distance, the surface. If you run, you are a runner.”
—Ashley Mateo (18:33)

Diversity & participation:
- Running has pivoted toward empowering women and building community (“female participation numbers are just through the roof” [20:10]), a move the outdoor industry can learn from.
- Community and participation are now central, overtaking the old “performance first” ethos.

“It’s not as performance focused as it was at one point. Now it is very community based and participation based.”
—Ashley Mateo (20:10)

Women leading in the industry and on public lands:
- Mateo spotlights women (e.g., Courtney Dauwalter, Tara Dower, Rachel Entrekin, Molly Seidel) excelling both competitively and as advocates.
- Female runners are at the forefront of public land protection through organizations like Runners for Public Lands ("women are the ones who are leading that charge" [21:40]).

4. Gear Talk & the “Dear Gear Abby” Segment

Timestamps: 24:36–28:22

Handheld bottles and gear questions:
- Shantae as “Gear Abby” offers pragmatic advice and wit on upgrading from a beloved (possibly moldy) Gatorade bottle: recommends visiting a specialty run shop for a tailored solution, and isn’t above a little bottle hygiene advice (“the sucky part is where all the mold lives” [28:04]).
Call outs for innovation & honesty:
- Challenges brands to make genuinely insulated handhelds for hot climates.
- Invites others to test her (“if there are any brands on the floor at TRE that think they have a handheld that’s actually insulated, let me know” [27:23]).

5. Best and Worst of Show: Booth Reviews

Timestamps: 29:09–36:15

Outstanding booths:
- Brooks: “Freedom Flex Funhouse”—praised as a top example of experiential product storytelling ([29:50]).
- Superfeet: Mirrored geodesic dome, “like a tour of a past tense future.”
- North Face & Arc’teryx: Classic, effective use of simulated ground and product display.
- Smaller brands (Revive and Revel): Turned a 10x10 into a stylized, album-cover-laden hangout (“Wayne’s World’s room”).
- Teva & Keen: Sustainability message via recycled materials and booth construction.
- Cotopaxi: Bounced back with a cozier, more inviting booth and a real dog (“Comeback Player of the Year”).
Fun with mannequins:
- Saucony, Anta, New Balance, and Nike’s ACG all get critiqued for their use—or lack—of active, engaging mannequins.
Less inspired efforts (“Sad trombone”):
- Clif Bar: Just a table with samples—“assortment of shot blocks laid out on the floor.”
- Ultimate Direction: Lacked a clear directional theme.
- Xero Shoes: “Minimalist” brand with a maximal content booth, conflicting brand promise.
- Prana: Sparse table, oddly lackluster for a Columbia-owned brand (“Blink twice if you need help, Prana!” [35:26]).

“It doesn’t matter how big your booth is, how much budget you have... Storytelling is a conceptual thing in a three-D space. Can you bring your product or your brand values to life?”
—Producer Dave (35:51)

Notable Quotes & Memorable Moments

On indoor vibe:
“Definitely get that mid-teens OR vibe once again. Pretty sure the UFOS booth, they bought it from the Arc’teryx booth in 2017.”
—Owen Comerford (05:23)
On community:
"Community and vibe is really what allows you all to walk away and go, I'm coming back or not."
—Kent Ebersol (13:14)
On real runners:
“I take issue with the term ‘real runner’ because I think anybody who runs is a real runner.”
—Ashley Mateo (18:35)
On women leading:
“Women are participating at a higher level than men. And I think it’s because there has been this sense of empowerment… and the sport is leaning into it.”
—Ashley Mateo (20:10)
On finding the right gear:
“My liquids cold in Southern California while I’m radiating the heat of a thousand suns on runs. Let me know.”
—Shantae/“Gear Abby” (27:24)
On booth design and storytelling:
“It doesn't matter how big your booth is... Storytelling is a conceptual thing in a 3D space. Can you bring your product or your brand values to life?”
—Producer Dave (35:51)

Important Segment Timestamps

03:26–06:47: First impressions, event trends, sustainability chat
07:07–16:57: Industry collaboration, OIA branding, Rendezvous relaunch
17:23–24:34: Ashley Mateo on running inclusivity, women in running, product design
24:36–28:22: Gear Abby gear Q&A—handheld bottles & advice
29:09–36:15: Booths that wowed and underwhelmed; philosophy of show presence

Tone & Takeaways

The Rock Fight LIVE at TRE 2025 is candid, irreverent, and community-focused:

Tone: Lively, funny, sometimes brash; playful teasing mixed with sharp, insightful critique; open celebration of both innovation and flops
Takeaway: The running and outdoor industries stand at a crossroads—united now by shared events, but with room to learn from each other, especially in diversity, inclusion, and authentic community building. Meanwhile, storytelling, innovative gear, and honest fun remain the backbone of engaged, sustainable growth.

Links mentioned:

RUNNER Magazine: runnermag.com (spelled “RUNHER”)
Gear Abby podcast (see Rock Fight feed)

“Please tip your servers—and see you next time, Rock Fighters!”
(36:31)

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The Rock Fight LIVE at TRE 2025!

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Summary

The Rock Fight LIVE at TRE 2025!

Episode Overview

Key Discussion Points & Insights

1. First Impressions of TRE: Show Vibe & Trends

2. TRE’s Evolution & Industry Collaboration

3. The Intersection of Outdoor & Running Culture

4. Gear Talk & the “Dear Gear Abby” Segment

5. Best and Worst of Show: Booth Reviews

Notable Quotes & Memorable Moments

Important Segment Timestamps

Tone & Takeaways

Summary

The Rock Fight LIVE at TRE 2025!

Episode Overview

Key Discussion Points & Insights

1. First Impressions of TRE: Show Vibe & Trends

2. TRE’s Evolution & Industry Collaboration

3. The Intersection of Outdoor & Running Culture

4. Gear Talk & the “Dear Gear Abby” Segment

5. Best and Worst of Show: Booth Reviews

Notable Quotes & Memorable Moments

Important Segment Timestamps

Tone & Takeaways